Strategies for Effective B2B Telemarketing

B2B telemarketing that is well-structured and implemented can do wonders for your business. This type of marketing, however, requires more work than most.

This is likely the main reason that the majority of campaigns do not offer good results. Your degree of success will depend a lot on how well you are able to communicate and your ability to integrate this form of marketing with other effective strategies. But you can’t forget the simple things like being persistent and being able to accept rejection. There is a strong mixture that draws across multiple disciplines and this is not easily mastered.

You need to take advantage of the fact that perception is the key to everything. If you project the aura of someone important, the gatekeeper will treat you differently. Even if she has no idea who you are, she will want to avoid offending you. So, when making the call, adopt the attitude of a senior manager or someone else in a very high place. Rehearsing is a good way to get it right and ensure you aren’t being excessive. Think about senior management – they are confident, secure, and do not expect to be treated like everyone else. The way the person answers you will be an immediate indication of your success or lack thereof. Speaking to the gatekeeper may not go anywhere. If this is the case, you need to leave a voicemail instead. It’s about doing what you can, and not being rejected, yet moving forward. This is not what you wanted to do, but you must make this decision so that at least something happens. Explain to them that you would appreciate leaving a message instead of calling repeatedly in order to save them time. The message that you leave on the voicemail should be void of any marketing, and direct and to the point. All you need to do is identify yourself and your phone number on the message. If you want to, you could mention that you would call back in the morning or afternoon at some point.

If you’re not happy about using a script during your B2B telemarketing campaigns, consider putting some guidelines into play. You really don’t want to ad lib your way through such an important call. If you don’t feel you’re able to do this, hire someone who can get it done. Your message must have a lean and efficient structure that delivers the important points. For instance, you need to highlight the benefits of what you’re selling. This crucial information then needs to be delivered in the most positive way possible over the phone. Keep in mind that when dealing with B2B marketing and other kinds of marketing, you will have to have repeated contacts. When marketing by email or mail, you should contact your leads at least six or seven. This can be said for telemarketing, so become very familiar with what is happening.

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